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MARKET SEGMENTATION IN SOCIAL NETWORKS THROUGH SOCIAL STRUCTURE ANALYSIS
necessity to conduct an analysis of German social network users determined by the increasing complexity and market penetration of the Internet. These factors require modernising and extending existing market segmentation and customer group differentiation models.
to perform an analysis of data randomly collected within the framework of the study to obtain a better understanding of Internet users and provide a more comprehensive basis for product development and research approaches. To divide social network users into groups and apply existing and established models of lifeworlds and milieus used in the study of societies. This should ensure a qualitative extension of the main model and available sub-models. The results of the study reveal significant differences among both the examined lifeworlds and social network users.